How to Attract and Retain Members

How to Attract and Retain Members

Keeping
your members involved and satisfied keeps them around. Waiting until a member’s
annual renewal date comes around to address membership retention flies in the
face of sound policy.That’s because
retaining members is a function of loyalty.And the only way to have a loyal member who will renew his or her
membership year after year is to ensure the member is satisfied on an ongoing
basis with what the organization or association offers.The only way to make sure an organization is
satisfying its members’ needs is through communication.And while an organization can endlessly
strive to enrich its members with a multitude of offerings delivered in
response to questionnaires and surveys, there is nothing that serves to fortify
the strength of an organization better than member participation.

Belonging
is not a function of paying dues or receiving benefits.It is a function of member commitment. And
the best way to get members committed is to get them to participate in
activities that further their goals and those of the organization.Participation leads to increased emotional
involvement.Increased emotional
involvement leads to high membership satisfaction.Higher membership satisfaction results in
greater commitment.

An
organization’s staff provides the veins and arteries -- the infrastructure --
for the organization.It is the
volunteers, however, who are its lifeblood.Without members who volunteer to further the organization’s cause, no
organization or association can exist.An organization cannot sustain itself without members who see a reason
for its existence and are willing to commit themselves to advancing the cause
for which it works.

Member
participation is paramount to ensure an organization remains healthy.And membership participation has a direct
link to membership renewal.That is why
it is critical that staff strives to involve members from the onset of their
membership commitment.How can this be
accomplished?By encouraging members who
are already involved to actively bring others into the fold.

If
you want to get a task done, ask a busy person to do it.High profile, active volunteers have already
embraced organization causes.They are
knowledgeable about the organization.They are involved in the organization. They are committed to the
organization.These volunteers serve as
role models for new members as well as those who have tended to sit on the
sidelines.They carry their enthusiasm
and commitment with them wherever they go.Their inspiration is contagious.

Committed
volunteers have the ability to get others to participate.Participation does not require jumping into
the pond with reckless abandon.Members
should not be bullied into giving more of themselves than they believe they can
handle.They should simply be encouraged
to get their feet wet.After completing
a small task, a member discovers the joy of truly being a part of it all.But before new members can be expected to
participate, they must be welcomed in a sincere and helpful way.

New
member breakfasts provide a good way to get things off on the right foot.Such functions make new members feel
important.They demonstrate the
organization cares.

Posting
new members’ names on websites and in newsletters is another way to make them
feel welcome.

A
personal invitation to a new member over the phone can get them to come to a
meeting. Approaching them when they arrive adds an additional personal touch
and can be very effective.All of us
know how awkward it can be to enter a room full of people we don’t know.few people feel comfortable enough to
approach individuals or groups of people who are unfamiliar to them.The task of making new or prospective members
feel welcome should fall to those who already belong.Organizations may want to appoint established
members to a welcoming committee.These
and other members then meet, greet, and introduce new attendees to others.This helps them feel at home.There should also be a committee with
volunteers who stay in touch with those who are not able to attend
meetings.It is imperative to maintain
contact with members who do not attend meetings.This can be accomplished through personal
letters, and phone calls.E-mail is
easily deleted and more difficult to use effectively for this purpose.

By
putting mentoring programs and buddy systems in place, the organization take
advantage of other techniques that make newcomers feel comfortable.Members who are established have the
satisfaction of sharing and teaching when they take new members under their
wing.New members benefit by learning
and establishing relationships with others in the organization, which benefits
them immediately and over time.Making
new members feel important at the onset of their affiliation is critical.

New
members become increasingly comfortable as their involvement grows.They have the opportunity to network and
broaden their circle of influence.Their
need to emulate those they admire comes into play.Participation should be encouraged for
involvement at a grass roots level.

Working
on events, involvement with committees and ultimately sitting on boards cements
what can be a lifetime commitment to the organization. Furthermore, it is
important to remember that loyalty and enthusiasm are best secured when
volunteers themselves help formulate the ideas that will be put into place.
Volunteers should be encouraged to identify problem areas. They need to be
given the task of pinpointing what hinders member attendance, what secures
member retention, and what drives member expansion. Their ‘discovery’ empowers
them. Their contributions and support solidify their loyalty.It ensures their enthusiasm and participation
when the time comes to out solutions they helped formulate into place.

Members
who participate and members who renew. They are also members who can be called
upon to recruit and get others to renew. After all, loyal members are working
for an organization they believe in.They can be an active, highly-charged source for new members.Smart organizations have a ‘member get a
member’ campaign where they ask members to recruit new members. Truly astute
organizations reward their members for their success with renewal and
recruitment endeavors.A private ‘thank
you,’ as well as public recognition and incentives or prizes for member
recruitment go a long way in making a member feel good about the contribution
they have been able to make.

Membership
is not something that happens at annual review time.It is a strategic process that needs to be
implemented daily.Implementation
happens through participation.